Consumers’ Product Perception and Product Knowledge Influence Purchase Intentions at Farmers’ Markets: Evidence from the West Istrian Coast

Short food supply chains are an increasingly important topic within the academic community, as is research into the factors influencing consumers’ intention to buy at farmers’ markets. This study examines the influence of consumers’ product perception and product knowledge on purchase intention at farmers’ markets. Data were collected at farmers’ markets in Croatia. A total of 255 valid responses were analysed using exploratory factor analysis and hierarchical regression. Demographically, respondents were predominantly women aged 46–55 with higher education and middle-income levels (family annual income of EUR 20,000 to 40,000). Results indicate that both product perception and product knowledge significantly affect purchase intention at farmers’ markets. Consumers generally view farmers’ market products as superior in quality and value, and they place high trust in farmers’ expertise. The findings suggest that attributes such as freshness, safety, and authenticity, combined with product knowledge-sharing by farmers, strengthen consumer trust and increase their willingness to pay and to recommend these products to family and relatives.